Overview
- The DOJ's remedy plan includes divestiture of Google's AdX ad exchange and DoubleClick for Publishers (DFP) ad server to restore competition in digital advertising.
- The proposal also seeks a 10-year ban on Google operating an ad exchange and requires opening AdX real-time bidding data to competitors.
- Google has rejected the divestiture plan, arguing it exceeds the court's findings, is legally unfounded, and would harm publishers and advertisers.
- Google has countered with behavioral remedies, including increased transparency in ad auctions and commitments to avoid certain anti-competitive practices.
- The court will consider the DOJ's and Google's proposals in a remedies trial set to begin on September 22, 2025, with broader implications for Big Tech regulation.